Abstract:

Community pharmacists find themselves in the midst of times of change and adaptation. Profits shrink due to competition from other pharmacists, trading doctors, chain stores and some medical funds. Discount on purchases to clients of pharmacies has become the norm. Getting a competitive edge on competition is one strategy that managers of community pharmacies can follow during the present adverse economic climate. One way of getting this competitive edge is by the providing of superior service. <br><br> The relatively abstract terms "service", "quality" and "service quality" are described and defined in the literature. Where the providing of a service of exceptional quality is part of management strategy, measurement of this quality is necessary. Several methods of measurement are described in the study. <br><br> Data regarding the opinions and perceptions of pharmacists and pharmacy clients of certain aspects of pharmacy service were collected via two questionnaires. The study were restricted to the community pharmacists and the public in Potchefstroom, due to the restricted scope of the study and cost factors. <br><br> The study showed that the pharmacists and the pharmacy clients consider the level of service quality provided by pharmacies in Potchefstroom to be high. None of the pharmacists indicated a method by which they measured service quality. The study also showed that after - sales service is probably a neglected area of management. <br><br> Several recommendations and proposals for further research are made from the results.